Storytelling has always been an integral part of our lives; from listening to the stories your parents read to you as a child, to when you’re telling stories to your friends. It’s a powerful psychological tool, used to evoke feelings and emotions within people and build relationships – something that has not escaped the attention of companies and brands in marketing themselves.
Consumers no longer want to just buy the “best” products, but want to buy from businesses that share their beliefs and values. It’s because of this, that storytelling has become an important tool in the tactical marketing toolbox.
Marketing through storytelling is the indirect sell, it positions your business to the consumer, rather than explicitly sells the product itself. And it can be used by businesses big or small.
So how do you do it?
The cornerstone of any successful storytelling campaign is understanding your businesses own characteristics and values, and how these resolve the pain points of customers who buy from you.
By pinpointing the answers to these questions, you’re not only on your way to being a storytelling success but also understanding the strengths of your brand.
Below we give you some handy pointers on how you can build up engaging storytelling in your campaigns:
- Don’t just share statistics – people remember stories much more than they remember facts and figures.
- Use real stories, or at least ones based on real stories – you will receive a negative response if consumers perceive you to be false.
- Use your employees, they are a great resource – ask them what they like about your company and why they chose to work there. Then use these stories in your campaign.
- Use descriptive language – the aim of storytelling is to evoke feelings and emotions, so make sure that you use language which will do these things. Imagine a time when you picked up a book to read, or found a blog post, but when you started to read it you found that you felt nothing – did you carry on reading it? Or did you discard it and forget it altogether?
- Write about WHY you do what you do, not WHAT you do. Your unique story and ethos behind your company is what will draw people in and keep them interested much longer than your latest product.
Storytelling is a great way to build stronger relationships with your customers. So, why not get started on your story today?